At 30 years old, G-Star Raw is looking even farther into the future by scaling its circular stretch denim offer.
For Spring ’20, the Dutch company is introducing a range of products that are fully Cradle to Cradle certified at Gold level. Featuring the world’s first Cradle to Cradle Certified Gold denim fabric made with organic cotton and sustainable stretch fibers—in combination with pocketing, labels, threads, buttons, rivets, interlining and prints whose chemistry presents zero risk for people and planet—each of the garments is 100 percent recyclable.
The collection is also made with renewable energy, and zero harmful chemicals are applied through the entire production process. This includes the indigo dyeing and the making and washing of the garments. In addition, not a single drop of water is wasted during the wash process, G-Star stated.
“By continuously expanding the sustainable offer throughout our collections and providing more responsible choices, we are making it easier for our customers to join the change,” Sofie Schop, G-Star Raw’s sustainability director, said.
The collection includes updated versions of G-Star’s bestselling items, including the 3301 jeans and jacket; the Scutar jacket; and the D-Staq, Janeh, Kate and Tedie jeans. The collection will be available in stores and online this month.
The circular stretch collection builds off innovations developed with longstanding partners DyStar, Saitex and Artistic Milliners. The collaborators were behind the 2018 launch of G-Star’s “Most Sustainable Denim” collection made with the world’s first-ever Cradle to Cradle Certified Gold denim fabric.
By using each sustainable innovation as a building block for the next, and making these technologies openly accessible, G-Star seeks to contribute to positive change in the denim industry.
To date, the percentage of sustainable materials in the G-Star collections has grown from 1 percent in 2011 to 90 percent in 2020.
The brand aims to continue the conversation on sustainability with the end use. Via its website, social media accounts and on products themselves, G-Star encourages customers to take good care of their garments and to part with them responsibly.
